JioHotstar brings in Sparks: UGC biggies to feel the heat?

After the $8.5-billion Reliance Industries and Walt Disney merger, JioStar is now India’s biggest OTT giant, dominating everything from GEC to sports. But it’s not stopping there. The platform is now taking aim at user-generated content (UGC), going after spaces ruled by YouTube, Instagram and Snapchat.

Its latest weapon? Sparks—a new vertical on JioHotstar built for content creators, blending influencer-driven entertainment with traditional OTT. Launching with 20 exclusive originals across 10 genres, all free to watch, Sparks is designed to pull audiences into creator-led shows across comedy, reality, game shows, romance, and food.

According to EY, influencer marketing is projected to reach Rs 3,375 crore by 2026, with a CAGR of 18 per cent in India, and everyone wants a piece of the pie. While YouTube remains the market leader, Sparks is the new entrant — it may not dethrone existing platforms, but it’s definitely here to shake things up, said experts.

Big names are already on board: Uorfi Javed and Harsh Gujral in Engaged, Roka ya Dhoka, Elvish Yadav in Indian Game Adda, Abhishek Malhan in Game of Greed, plus Munawar Faruqui, Zakir Khan, and Ranveer Brar in their own headliners.

And that’s not all. Sparks is also streaming a seven-day live reality show hosted by Anubhav Singh Bassi.

But where is the money? What do advertisers get here that they don’t already have on YouTube, Instagram, or Snapchat or any other platform for that matter where they’re already reaching creator-led audiences?

Industry experts believe that strategic brand integrations within creator-driven OTT content could drive stronger audience engagement. Citing an example from live-streamed concerts, an influencer marketing expert pointed out how a well-timed Oreo yellow cream ad during Coldplay’s performance of Yellow created instant brand recall. Applying the same logic to influencer-driven content, they suggested syncing Elvish Yadav’s (another creator engaged by JioHotstar) signature ‘System!’ with brand ads could amplify impact and deepen audience connection.

But while brands are eager to cash in, the real question is—can creator-led OTT content sustain itself beyond the hype?

Monetizing influencer-driven content, which is generally free on social platforms, remains uncharted territory.

“Revenue models are still evolving, and strategies are yet to be fine-tuned at JioHotstar. The platform is experimenting with creator-led content, but the real challenge is figuring out how to monetize it effectively beyond just brand integrations,” said an industry expert close to the developments.

“Sparks is just a little over a fortnight old, and some creator-led shows have already delivered phenomenal numbers, far exceeding expectations,” said an industry expert on condition of anonymity. “But the real test is sustainability—can this model keep audiences engaged long-term? The larger goal is to reshape content and advertising in the creator ecosystem, ensuring that brand collaborations feel seamless, organic, and truly impactful.”

Industry leaders are also divided on whether creator-first OTT content is a game-changer or just a marketing experiment. While platforms are betting big on influencer-driven shows, questions remain about long-term sustainability and revenue potential.

Ayush Guha, Business Head at HYPP, a talent management and influencer marketing agency, believes that while creator-first OTT content is being developed with a marketing lens, its long-term viability remains uncertain. “The popularity of creators helps reduce marketing spends, but sustained viewership and ad revenue generation are yet to be fully understood,” he stated.

While platforms are betting big on influencer-driven entertainment, experts say the challenge lies in converting viral moments into consistent audience loyalty and monetization. With brands shifting ad dollars from traditional digital platforms to OTT, the pressure is on to prove that creator-led content can drive meaningful engagement and long-term returns.

Gautam Madhavan, CEO and founder of MAD Influence, echoed similar sentiments but pointed out that creators will now start negotiating combined deals for their OTT shows and social media content. “Luxury brands, real estate, and alcohol brands will likely be the first to invest in this space,” he said.

“Another surprising category could be edtech and career platforms—they’re always chasing GenZ and young professionals. If a stand-up special or reality-based content attracts students or early-career professionals, it’s a prime space for brands like Coursera, UpGrad, or even corporate hiring platforms to sneak in,” he shared.

He added that influencer marketing budgets have already seen a rapid increase, with many brands shifting spend from traditional advertising to digital platforms. However, he emphasized that traditional OTT entertainers will still hold an edge over digital-first creators. “Experience and time in the industry give them a unique advantage,” he noted.

Jithin Sethumadhavan, Vice President and Head of Strategy at Qoruz, highlighted that influencer-led content can drive high initial reach, but long-term engagement depends on content quality. “Taaza Khabar got its initial traction due to Bhuvan Bam’s popularity, but its second season exists purely because of the show's content,” he said.

According to Jithin Sethumadhavan, advertisers are willing to invest in influencer-led OTT content because it offers a built-in social media reach at a lower cost than large-scale scripted productions. It’s also more cost-effective than large-scale scripted productions, making it a high-ROI option for brands looking to maximize impact.”

He added, "Success comes in different formats—be it a Netflix or Amazon special for a stand-up comedian or a reality show like Playground. If done right, these formats can guarantee engagement and reach, making them attractive for both platforms and advertisers.”

"The line between influencers and celebrities is blurring in marketing. While influencers are securing high-profile roles, they can't yet match the prestige and mass appeal of shows like ‘Koffee with Karan’. However, influencer-driven content offers high virality, and as engagement grows, ad budgets will shift in its favor—especially in D2C, fintech, and gaming," he said.

According to Jithin Sethumadhavan, “Influencer-led OTT content is highly niche-driven and cost-effective. These shows gain free social media promotion from creators, unlike celebrity-led shows that require multiple paid promotions. While the cost gap is narrowing, influencers may soon charge premium rates for their presence, reshaping the economics of digital entertainment.”

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Uorfi Javed, for instance, is actively promoting her ongoing show by sharing it on her social media platforms. With a following of 5.3 million, her latest post has garnered 100K likes and 1,004 comments, amplifying its reach and engagement among her audience.

For content creators, moving from social media to OTT comes with new challenges and opportunities. Abhishek Malhan aka Fukra Insaan, who is hosting ‘Game of Greed’ on JioHotstar, sees OTT as an exciting transition.

“The scale, storytelling, and production quality push you to think differently. Unlike independent content creation, OTT requires months of planning, tight schedules, and larger teams. But in return, it gives wider reach, higher budgets, and a structured setup,” he said.

He emphasised that OTT allows creators to entertain a broader audience across generations. “At the end of the day, what matters is creating something meaningful that resonates with viewers,” he added.

For creators, the big question is — what’s in it for them? Why would they move from established social media platforms to OTT? The answer lies in monetization and longevity — with OTT offering new revenue streams and a break from the constant battle with algorithms.

Anirudh Sridharan, from HashFame — an influencer collaboration app for marketers — believes the core challenge lies in ownership. "Be it YouTube, Jio, Netflix, or Amazon, at the end of the day, these platforms are owned by someone else. Creators are just the means to generate content. The only edge platforms like YouTube or Instagram have is access to analytics and audience insights, which gives them better control over their content," he explained.

However, this control is still limited. Social media runs on algorithms, and for most creators, staying relevant is a struggle. "Creators may have more control over social media than OTT, but they are still at the mercy of the algorithm. Staying relevant is tough—most creators peak for just 3 to 5 years, except for the big ones. So, they try to maximize their earnings within that window, which is why many are moving to OTT," said Sridharan.

For those who don’t have the right team or resources to monetize their intellectual property (IP), OTT deals can be a smart business move. "Most creators don’t have the resources or the right team to monetize an IP like Bhuvan Bam does with Rohit Raj. So, for them, taking the OTT route makes sense. It helps them explore their market value and get paid well, often much more than what they’d earn from brand collaborations," he added.

But this comes with a trade-off—ownership. While YouTube allows creators to own their content, OTT platforms retain the rights. "On YouTube, Bhuvan Bam owns Dhindora, but with Taaza Khabar, Hotstar owns the rights while BBQ Wines just produces it," says Sridharan, highlighting the major downside of shifting to OTT.

Another challenge is audience reach. On social media, brands pay creators not just for their content but also for their distribution.

"On social media, brands pay creators for both their content and their distribution—like how Mercedes would use Gauri Khan’s influence. But on OTT, the distribution is limited to the platform’s subscribers. Even big creators can’t bring in mass audiences. If it didn’t work for Salman Khan’s Radhe on Zee5, it is likely that it won’t work for influencers either," he pointed out.

Finally, the biggest question is whether audience behavior aligns with long-form content. "OTT is great for monetization, but audience behavior is different. People mindlessly scroll through Reels because it's effortless. Not everyone has the patience to sit through a 30-minute or 1-hour series. That’s why platforms keep trying to replicate short-form content — because it keeps people hooked," he said.